Arlington, Va. — Half of all 3G/4G-enabled tablet owners do not pay for a data plan, according to a study by the Consumer Electronics Association (CEA).

Tara Hutton, CEA market research director, said there is a disconnect between the tablet owners and those who feel the need to pay for a data service.

However, Hutton believes the upcoming holiday selling season will offer retailers an opportunity as tablet sales will remain strong, giving them the chance to up-sell consumers on the benefits of cellular connectivity.

About 30 percent of all tablet owners have one with cellular connectivity capability, but slightly less than half bother to pay for a data service for the device.

CEA reported that overall tablet ownership rates have remained steady. As of September, 41 percent of online U.S. consumers stated they own a tablet. Adults aged 25 to 34 have the highest ownership rate, at 52 percent; this dips to 48 percent for those 35 to 44 years old.